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Posts Tagged ‘Editorial’

 

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The Colors of Content Marketing

You never really know what you are going to end up with on a remodeling project. Once you open up the walls and ceilings (can of worms), a completely new set of problems have a way of presenting themselves. And once that ordeal is over one of the most difficult decisions is envisioning the paint on the walls. Is the light going to reflect or absorb? Flat, Satin or Gloss?

Almost everyone I know has re-re-painted because the color “looked perfect on the chip and all wrong on the walls.” Paint Manufacturer’s solution = provide an online color tool to assist consumers with a decision.

This may be one of the most obvious examples of content driving a sale. Even general contractors use pantone swatches on the job but at home while drawing up estimates they use online color tools. Homeowners still collect swatches like baseball cards but more and more decisions are being based off online color tools. Content that helps customers make a choice between product x or y — or in this case yellow narcissus vs. cozy cottage is what the new content revolution is all about.

The Pro Tool:

Pantone.com – Since 1963, Pantone has established itself as the standard for innovative system of identifying, matching, and communicating colors to solve the problems associated with producing accurate color matches. This tool is a grid-based tool fashioned for the graphic design crowd who know need to calibrate printers, compare cotton swatches and determine paint colors down to specific pantone numbers.

Homeowner Tool:

Behr.com – The Behr Color Smart tool allows homeowners to start their color tour by Pantone number, browsing all colors or through use of their pre-selected inspiration images. This tool assists the color-overwhelmed with custom color pairings selected by designers. The Color Smart tool also allows users to upload their own home photos where they can be “painted” by the tool. Very cool.

Aside tips:

Once you decide on your colors keep in mind that Home Depot utilizes a 4 color paint system and will have more colors available than Lowes, who uses a 3 color system.

If a company sells calculators or lawn fertilizer or there are just as effective opportunities to present content drivers en route to a sale as color matching tool: Success stories, Video Podcasts, micro-sites and other customer reference collateral all serve the same purpose. Keep your customers engaged, and informed they will come back wearing your favorite color – green.

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Print Imitating the Web

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There are only a few magazines that keep my interest from cover to cover: Esquire, Dwell, NY Times Magazine, and a bunch of indies that we will discuss another day. The reason I am engaged from page 1 to page whatever is the content and the manner in which the content presented — Esquire especially. For those of you involved in print and the web, here is an interesting article in NY Times last week about Business Week becoming more “weblike”…more

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Please go to our live site: www.eatmedia.net/blog 

In business, overcommitting is like driving an Ferrari with the parking brake on. You feel, and sound, like you are humming along but in reality you are dragging the proverbial ass. Don’t let your marketing copy, success stories, case studies, and other corporate collateral be something you do in between meetings. Instead, make a smaller list. Prioritize. Delegate. Outsource.

Great advice from bestselling author Tim Ferriss of fourhourworkweek fame — which it just so happens we created.

“One of the most important things is determining this: which activity is the one activity, if completed, would leave you satisfied with your output for the day?” …more

More great advice from David Scott Merrman, author of The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

“A journalist skillfully creates interesting stories about how an organization solves customer problems and then delivers those stories in the form of ebooks, white papers, content rich web pages, podcasts, and video…more

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